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Business & Economics

Consumer Economics: Brand Awareness among Polish Consumers
Dainora Grundey, Sylwia Bąkowska

ABSTRACT. This paper will in particular focus on issues connected with brand awareness among Polish consumers. Firstly, the general idea of the brand including brand equity and awareness will be introduced together with its important role of integrating a company with its products and its products with the customer. Some more in-depth analysis of Polish consumers will be conducted based on empirical data regarding their relationship to brands, advertising and shopping. The data was obtained from the national survey carried out by the Research Institute of Public Opinion – TNS OBOP. The results generally indicate that brand awareness among Polish consumers is still increasing. However, Polish consumers appear more aware of typical associations with a brand such as quality and longevity rather than with general satisfaction with a product, its competitiveness, availability, and range of choice. Because the level of brand awareness has not yet reached the maturity stage.

KEYWORDS: consumer economics, marketing, brand awareness, Poland.

JEL classification: D11, D12, M31, P2.